On the surface, it makes a lot of sense for architecture, design, and interior firms to produce photorealistic renderings of their unbuilt work. But, digging a bit deeper will reveal exactly why they can make the difference between the success and failure of a business. When you deal in the currency of visual communication, it is often the one and only first impression you get to impress on prospective clients, employees, and the general public.
However, as powerful as these images can be, not all architects have the resources or ability to produce images and artwork that reach that level of precision and immersion. It’s unfortunate, but maybe this list will tip the scales and urge design firms to invest a portion of their work budgets into creating visuals that can be just as effective as a finished work in convincing someone why your designs matter.
Here are 5 reasons why photorealistic renderings are important for architecture firms.
This is especially important for young architects or firms who don’t have an expansive catalogue of built work to rest their reputation on. And while there’s nothing quite like the impact of a beautiful work of finished architecture, photorealistic renderings of unbuilt work go a long way to convincing others you have the talent to design.
If you can show a client or a design review board or even the general public a set of experiential renderings that put them in the experience of viewing the finished product, they will be confident in your ability to deliver on the end result. An architect must rest heavily on their ability to persuade others on the merits of their design, and having life-like visuals to back up your argument help bridge that gap in communication.
A vital aspect of the design process is the ability of the architect to develop a building design based on the feedback they receive for each iteration. Photorealistic rendering can add immense value in terms of visual information that can be digested, used, and thrown away if necessary to make the end product the best it can be.
Photorealistic renderings are often created at either end of the design process (to win competitions or to sell a project near its completion). However, investing in that feedback loop and introducing photorealistic renderings throughout the process gives the design a chance to grow, get better, and be more complete in the end.
For firms who rely heavily on or are looking to get into competition entries, you’d better be capable of producing believable and awe-inspiring images of your perspective work. Competition entries should be as visually strong as their designs are evocative. They should be easy to understand, powerful, and convey the design in the light it deserves to be presented in.
You’d be hard-pressed to find any design competition entry that didn’t have one or two large images that showcase the experiential aspects of the finished design. If those images are successful, you almost don’t even need words and diagrams and precedents to convince the jury your entry is the only entry.
Most architects have few opportunities to imprint a positive first impression. When meeting with new or promising clients, the best chance to nail that first impression is to have them come to your office - the place of work you’ve spent countless hours designing as the face of your architecture brand. It should represent the work you do, and be carpeted in images, models, and pictures of your most successful work.
This should include an abundance of photorealistic renderings. In this context, they are almost more impressive than finished images because they represent the unattainable dream of the perfect execution of the initial design. There is a purity to these images that will blow people away.
The best designers want to work for the best architecture firms. How will they know who is the best and who isn’t worth their time? Reputation. The same thing that attracts the next big job is the same thing that will attract the team of eager employees who will help realize it. One way to boost your reputation is to cultivate a body of design imagery that helps put your company’s best foot forward.
Photorealistic renderings and visualizations are an important key of cultivating a positive reputation. If your firm invests in making its design work look as good as it sounds, people from all over the world will flood your inbox looking for an opportunity to be a part of what you’re doing.